One minute to go here folks.
Lights dimming, here we go.
Presentation starting off with a video. Looks like the same one they showed off at WWDC back in June.
"How can anyone perfect anything?"
Hardware on the side of the stage -- does the new Mac Pro need a new display to go along with it?
A video all about simplifying things through design and making products with "feel" and "delight."
Okay everyone, we'll see what happens soon enough.
"Designed by Apple in California" is the end line. And out comes CEO Tim Cook with a big smile.
Big applause for Tim, who has a big smile on his face.
I really love that video, Cook says, noting that it played at WWDC. "It does such an incredible job at talking about our values," he adds.
The screen has the same, brightly colored flurry of petals that was on the invite, and on the wall outside.
We're going to see "some amazing products" today that "only" could have been made by Apple, he says. But first iPhone updates.
Tim is calling out a few of his favorite reviews.
Cook going over last month's launch of the 5S and 5C, running over specs, features, and early reviews.
By end of launch, the company sold 9 million iPhones, Cook notes -- data the company released last month.
Big applause for big iPhone sales!
Cook says best place to see it in action was the company's retail stores, so we're going to see a video of it launching in New York, Shanghai, and other countries.
Lots of clapping employees stocking both devices, people lining up, cheering to get their new phones.
Scenes from the NYC store, which I can attest was a madhouse on launch morning. A happy, manic madhouse.
"This is life in color" says the background music.
Video showing the typical commotion that goes on during a big launch opener. People poking the devices in stores, and press snapping shots of first buyers, etc.
And that's it for the video. Cook's back, post-commercial.
When we see customer response like this, it makes all the hard work worthwhile, Cook says.
He's re-iterating that iOS 7 is the "biggest change" for iOS since the iPhone launched.
Cook turning to iOS 7, pointing to early reviews.
5 days post launch, 200M devices were running iOS 7. As of today, 64% are running iOS 7
I hope I'm not jinxing anything here, but Wi-Fi here seems remarkably secure... a nice change from the iPhone launch a few weeks back.
SO we just switched metrics there, but safe to assume that's closer to 300-400M.